CRM Metrix presented: "IS SOCIAL MEDIA THE ALMIGHTY CONSUMER TOUCHPOINT?" Where: Chicago WAW at the Hard Rock Chicago When: June 9, 2010 Who: Hemen Patel

1. IS SOCIAL MEDIA THE ALMIGHTY CONSUMER
TOUCHPOINT?
Brought to you by:
May 2010

2. WHO IS CRMMETRIX?
CRM Metrix is a digital strategy company that helps brands develop effective
digital marketing strategies & measure/optimize digital marketing ROI
Brand Websites
Word of Mouth
Word of Mouth eCommerce
Microsites Social Media
Ad Tracking Internet Ads
Online Videos
Online Videos
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3. Solutions/Consulting To….
1) Measure Digital Marketing Performance ROI
Brand websites, ecommerce, social media, online ads, widgets, micro sites, online sponsorships, etc.
Unique feature that evaluates on the basis of integrating behavioral with attitudinal survey response.
2) Usability Research Solutions
Website benchmarking, click tracking, click heat mapping, task usability analysis, eye tracking, etc.
3) Digital Marketing Optimization Solutions
Develop content strategies, creative strategies, enhance user experience, screen & optimize concepts.
4) Media Mix Analysis
4) Media Mix Analysis
Analysis of integrated marketing analysis (offline & online). SiteCRM™ 6D Campaign.
Ability to tie engagement to claimed / actual sales.
5) Planning Insights to Develop Digital Strategies
5) Pl i I i ht t D l Di it l St t i
TOB™ ‐ Target Online Behavior Receptivity, Influencer ID™ ‐ Factors that drive Word of Mouth, etc.
6) Digital CRM Marketing Solutions
6) Digital CRM Marketing Solutions
Influencer CRM™ ‐ Kick start Won campaign, Response Targeting – Stay connected

4. State of Affairs Today ‐ INTEGRATED MEDIA MIX
Consumers have to navigate ever‐increasing levels of channel dispersion and brand
message clutter in order to make a purchase decision.
Brand Website Prior Brand Usage
Banner Ad TV AD
Paid Search Consumer Recommendations
Natural Search Print Media
Online Online Sponsorship Point Of Purchase Offline
Email Packaging
Social Media Sponsorships
Mobile Radio
Press Releases
Press Releases Outdoor Ads
Outdoor Ads
CRMMETRIX ‐ CROP
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5. Our Clients
Bring
g
Method
To
Madness
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6. CHALLENGES FACING MARKETERS
What’s keeping you up late at night? We’d love to over a modeled solution, but...
‣ How to keep up with an ever changing media
landscape?
‣ How to optimize investments to maximize returns?
‣ Whi h
Which media should be given priority?
di h ld b i i it ?
‣ How should I allocate time and resources to each media
based on their contribution?
based on their contribution?
‣ What integrated media strategies can provide an
p
optimal connection with consumers?
CRMMETRIX ‐ CROP
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7. We Set Out to Determine from a
Consumer’s Point of View What
Media Touch Points Are Important
Media Touch Points Are Important
for Them
The 2010 Media Touch Point
Study
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8. RESEARCH REVIEW

9. TOUCHPOINTS
We have data hot off the presses
• 1,000 in the United States and 1,250 in Canada (500 Quebec)
• 12 product categories
• 18 media touchpoints
• 35 social values questions
• Media habits
• Brand preferences
CRMMETRIX ‐ CROP
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10. THE MATRIX OF INFORMATION
CATEGORIES
AUTOMOTIVE LUXURY GOODS FINANCIAL SERVICES HOME IMPROVEMENT
ELECTRONICS HOUSEHOLD APPLIANCES APPAREL HOUSEHOLD CLEANING
WOMEN’S CARE MEN’S CARE FOOD PHARMACY
MEDIA TOUCHPOINTS
TV ADS BRAND WEBSITES ONLINE VIDEOS
MAGAZINE ADS INTERNET ADS CELEBRITY ENDORSEMENT
NEWSPAPER ADS EMAIL PROFESSIONAL ADVICE
RADIO ADS BLOGS FRIEND / FAMILY ADVICE
INFOMERCIALS FACEBOOK IN STORE FLYERS
OUTDOOR ADS
OUTDOOR ADS TWITTER IN STORE DISPLAY / DEMO
IN STORE DISPLAY / DEMO
METRICS
PURCHASE INFLUENCE
PURCHASE INFLUENCE TRUSTWORTHY PRE‐PURCHASE RESEARCH
PRE‐PURCHASE RESEARCH RELATIONSHIP BUILDING
RELATIONSHIP BUILDING
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11. PURCHASE INFLUENCE
The Influencers

12. ALMIGHTY TOUCHPOINTS
Touchpoints selected as top 3 most influential in making a purchase decision
purchase influence
friend
instore display
professional
instore flyers
TV ADTV AD
BRAND WEBSITE
paid influence online influence offline influence
TV AD
TV AD BRAND WEBSITE
BRAND WEBSITE friends
BRAND WEBSITE internet ad TV AD
newspaper email In store display
CRMMETRIX ‐ CROP
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13. DURABLES
Touchpoints selected as top 3 most influential in making a purchase decision
HOUSEHOLD FINANCIAL
Rank LUXURY GOODS Auto electronics home improvement
APPLIANCES SERVICES
1 friend friend friend friend friend professional
2 TV AD instore flyers professional instore display instore display friend
3 instore display instore display instore display professional instore flyers instore display
4 instore flyers TV AD BRAND WEBSITE BRAND WEBSITE TV AD instore flyers
5 professional newspaper TV AD instore flyers professional TV AD
6 magazine professional instore flyers TV AD newspaper BRAND WEBSITE
7 newspaper magazine newspaper newspaper magazine newspaper
8 BRAND WEBSITE BRAND WEBSITE Internet ad magazine BRAND WEBSITE magazine
9 Radio Radio magazine Internet ad
Internet ad Internet ad
Internet ad Infomercials
10 Infomercials Internet ad blogs Infomercials email Internet ad
11 Internet ad outdoor Infomercials Radio Radio Radio
12 blogs blogs Online video Online video Infomercials blogs
13 email Infomercials Radio blogs outdoor email
14 celebrity email email outdoor celebrity Online video
15 twitter celebrity facebook email blogs outdoor
16 Online video Online video celebrity facebook Online video celebrity
17 facebook facebook outdoor celebrity facebook twitter
18 outdoor
td twitter
t itt twitter
t itt twitter
t itt twitter
t itt facebook
f b k
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14. NON‐DURABLES
Touchpoints selected as top 3 most influential in making a purchase decision
HOUSEHOLD
Rank Apparel feminine care MEN’S CARE food PHARMACY
CLEANING
1 friend friend friend friend instore display friend
2 instore display instore display professional professional instore flyers professional
3 instore flyers professional TV AD TV AD friend TV AD
4 TV AD instore flyers BRAND WEBSITE instore display TV AD BRAND WEBSITE
5 professional TV AD instore display instore flyers magazine instore display
6 newspaper newspaper newspaper magazine BRAND WEBSITE newspaper
7 BRAND WEBSITE BRAND WEBSITE Internet ad newspaper newspaper magazine
8 magazine magazine instore flyers BRAND WEBSITE professional Internet ad
9 Internet ad
Internet ad Radio magazine Infomercials Internet ad
Internet ad instore flyers
instore flyers
10 Infomercials Internet ad email Internet ad email Radio
11 email Online video Radio celebrity Radio blogs
12 Radio Infomercials Infomercials Online video celebrity Infomercials
13 blogs email blogs email blogs Online video
14 outdoor blogs outdoor Radio outdoor outdoor
15 facebook celebrity Online video blogs Infomercials email
16 celebrity outdoor celebrity facebook Online video celebrity
17 twitter facebook twitter outdoor facebook facebook
18 Online video
O li id twitter
t itt facebook
f b k twitter
t itt twitter
t itt twitter
t itt
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15. TRUST
The Trust Builders

16. ALMIGHTY TOUCHPOINTS
Touchpoints selected as most trustworthy
trustworthy
friend
professional
instore display
BRAND WEBSITE
instore flyers
TV AD
paid trust online trust offline trust
BRAND WEBSITE
BRAND WEBSITE BRAND WEBSITE
BRAND WEBSITE friends
TV AD internet ad professionals
newspaper email instore displays
CRMMETRIX ‐ CROP
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17. DURABLES
Touchpoints selected as most trustworthy
HOUSEHOLD
LUXURY GOODS Auto electronics FINANCIAL SERVICES home improvement
APPLIANCES
friend friend friend friend friend professional
professional instore display professional professional professional friend
instore display professional instore display instore display instore display instore display
instore flyers instore flyers BRAND WEBSITE BRAND WEBSITE instore flyers BRAND WEBSITE
BRAND WEBSITE BRAND WEBSITE instore flyers instore flyers BRAND WEBSITE instore flyers
TV AD TV AD TV AD TV AD TV AD TV AD
magazine newspaper newspaper newspaper magazine newspaper
newspaper magazine magazine magazine newspaper magazine
Infomercials Radio Radio Radio Radio Radio
Radio Internet ad email email outdoor Internet ad
Internet ad email Internet ad Infomercials Internet ad email
Online video Infomercials blogs Internet ad email Infomercials
email outdoor Infomercials Online video Infomercials blogs
outdoor Online video Online video outdoor Online video Online video
blogs blogs outdoor blogs blogs outdoor
celebrity facebook facebook celebrity celebrity facebook
facebook celebrity celebrity facebook twitter celebrity
twitter
t itt twitter
t itt twitter
t itt twitter
t itt facebook
f b k twitter
t itt
CRMMETRIX ‐ CROP
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18. NON‐DURABLES
Touchpoints selected as most trustworthy
HOUSEHOLD
Apparel feminine care MEN’S CARE food PHARMACY
CLEANING
friend friend friend friend friend friend
professional professional professional professional instore display professional
instore display instore display BRAND WEBSITE instore display professional instore display
instore flyers instore flyers instore display instore flyers instore flyers BRAND WEBSITE
BRAND WEBSITE BRAND WEBSITE TV AD BRAND WEBSITE BRAND WEBSITE newspaper
newspaper TV AD instore flyers TV AD TV AD TV AD
TV AD newspaper newspaper magazine newspaper instore flyers
magazine magazine magazine newspaper magazine magazine
Radio Radio email Radio Radio Radio
email Internet ad Radio Internet ad email Internet ad
Infomercials Infomercials Internet ad email Internet ad blogs
Internet ad outdoor blogs Infomercials outdoor Online video
Online video Online video Infomercials outdoor Infomercials Infomercials
outdoor email Online video blogs Online video outdoor
blogs blogs outdoor Online video blogs email
facebook facebook facebook facebook celebrity facebook
celebrity twitter twitter celebrity facebook twitter
twitter
t itt celebrity
l b it celebrity
l b it twitter
t itt twitter
t itt celebrity
l b it
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19. PRE‐PURCHASE RESEARCH
The Research Tool

20. ALMIGHTY TOUCHPOINTS
Touchpoints selected as best for pre‐purchase research
research
BRAND WEBSITE
instore display
instore flyers
TV AD
magazine
newspaper
paid research online research offline research
BRAND WEBSITE
BRAND WEBSITE BRAND WEBSITE
BRAND WEBSITE instore display
instore display
TV AD internet ad instore flyers
magazine online video TV AD
CRMMETRIX ‐ CROP
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21. DURABLES
Touchpoints selected as best for pre‐purchase research
HOUSEHOLD
LUXURY GOODS Auto electronics FINANCIAL SERVICES home improvement
APPLIANCES
BRAND WEBSITE BRAND WEBSITE BRAND WEBSITE BRAND WEBSITE BRAND WEBSITE BRAND WEBSITE
magazine instore flyers instore display TV AD instore display newspaper
TV AD TV AD instore flyers instore display magazine instore flyers
instore display instore display magazine newspaper instore flyers instore display
instore flyers magazine TV AD instore flyers Internet ad magazine
newspaper newspaper Internet ad magazine TV AD TV AD
Internet ad Internet ad newspaper Internet ad Infomercials professional
Radio friend Infomercials professional email Internet ad
email Online video
Online video Online video
Online video friend friend friend
Infomercials Radio professional Online video newspaper email
Online video Infomercials friend Infomercials Online video Infomercials
friend email Radio email professional Radio
outdoor professional email Radio blogs Online video
professional blogs blogs blogs Radio blogs
blogs outdoor outdoor outdoor outdoor outdoor
celebrity facebook facebook celebrity facebook twitter
facebook celebrity celebrity facebook twitter celebrity
twitter
t itt twitter
t itt twitter
t itt twitter
t itt celebrity
l b it facebook
f b k
CRMMETRIX ‐ CROP
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22. NON‐DURABLES
Touchpoints selected as best for pre‐purchase research
HOUSEHOLD
Apparel feminine care MEN’S CARE food PHARMACY
CLEANING
BRAND WEBSITE BRAND WEBSITE BRAND WEBSITE BRAND WEBSITE BRAND WEBSITE BRAND WEBSITE
TV AD instore flyers newspaper magazine magazine TV AD
instore display instore display magazine instore display TV AD instore display
magazine TV AD TV AD TV AD instore display magazine
newspaper magazine Internet ad newspaper instore flyers newspaper
instore flyers newspaper professional instore flyers Internet ad Online video
Internet ad professional instore display friend newspaper professional
Infomercials Internet ad email Internet ad friend instore flyers
friend Online video
Online video instore flyers
instore flyers Infomercials Infomercials Internet ad
Internet ad
Online video friend friend Online video email friend
email Infomercials Infomercials email Online video Infomercials
professional email Online video professional Radio email
Radio Radio Radio Radio outdoor Radio
blogs blogs blogs blogs professional outdoor
outdoor outdoor outdoor outdoor blogs blogs
twitter facebook facebook facebook celebrity facebook
facebook celebrity twitter celebrity facebook celebrity
celebrity
l b it twitter
t itt celebrity
l b it twitter
t itt twitter
t itt twitter
t itt
CRMMETRIX ‐ CROP
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23. CRM PLATFORM
The Relationship Builders

24. ALMIGHTY TOUCHPOINTS
Touchpoints selected as best to build relationships
relationship
BRAND WEBSITE
instore display
celebrity
facebook
TV AD
twitter
paid relationship online relationship offline relationship
BRAND WEBSITE
BRAND WEBSITE BRAND WEBSITE
BRAND WEBSITE instore display
instore display
celebrity facebook TV AD
TV AD twitter professional
CRMMETRIX ‐ CROP
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25. DURABLES
Touchpoints selected as best to build relationships
HOUSEHOLD
LUXURY GOODS Auto electronics FINANCIAL SERVICES home improvement
APPLIANCES
instore display instore display BRAND WEBSITE BRAND WEBSITE celebrity BRAND WEBSITE
facebook BRAND WEBSITE instore display instore display BRAND WEBSITE instore display
blogs facebook twitter blogs instore display professional
TV AD celebrity celebrity facebook facebook facebook
twitter twitter facebook celebrity TV AD celebrity
celebrity TV AD email twitter twitter twitter
magazine email professional TV AD email blogs
BRAND WEBSITE outdoor TV AD professional outdoor TV AD
email instore flyers
instore flyers blogs email blogs magazine
instore flyers blogs outdoor magazine professional outdoor
Internet ad Radio instore flyers instore flyers magazine email
outdoor Internet ad Radio Infomercials Internet ad Online video
Online video magazine Infomercials outdoor friend instore flyers
professional friend Internet ad Radio instore flyers Radio
newspaper Online video magazine friend newspaper friend
Radio newspaper Online video Internet ad Infomercials Internet ad
Infomercials professional newspaper Online video Radio newspaper
friend
fi d Infomercials
I f i l friend
fi d newspaper Online video
O li id Infomercials
I f i l
CRMMETRIX ‐ CROP
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26. NON‐DURABLES
Touchpoints selected as best to build relationships
HOUSEHOLD
Apparel feminine care MEN’S CARE food PHARMACY
CLEANING
instore display instore display twitter instore display BRAND WEBSITE instore display
celebrity celebrity celebrity celebrity instore display BRAND WEBSITE
facebook BRAND WEBSITE BRAND WEBSITE BRAND WEBSITE celebrity facebook
BRAND WEBSITE facebook facebook facebook facebook celebrity
twitter professional professional TV AD TV AD TV AD
TV AD twitter TV AD twitter email twitter
blogs Radio blogs magazine blogs professional
outdoor email instore display email twitter blogs
instore flyers
instore flyers TV AD
TV AD email blogs magazine email
professional Internet ad Online video professional instore flyers newspaper
email Online video outdoor friend outdoor outdoor
Radio instore flyers Radio Radio Radio Radio
magazine magazine Internet ad Infomercials Online video Internet ad
newspaper newspaper magazine Internet ad professional magazine
Internet ad outdoor newspaper outdoor newspaper Online video
Online video blogs Infomercials instore flyers friend friend
Infomercials Infomercials friend Online video Internet ad Infomercials
friend
fi d friend
fi d instore flyers
i t fl newspaper Infomercials
I f i l instore fl
i t flyers
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27. STRATEGIC IMPLICATIONS

28. THE ALMIGHTY TOUCHPOINTS
Different media touchpoints play different roles
The Influencers The Trust Builders
TOP MEDIA TOP MEDIA
friend friend
instore display professional
professional instore display
instore flyers BRAND WEBSITE
TV AD instore flyers
BRAND WEBSITE TV AD
The Research Tool The Relationship Builder
TOP MEDIA top media
BRAND WEBSITE BRAND WEBSITE
instore display instore display
instore flyers celebrity
TV AD facebook
magazine TV AD
newspaper twitter
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29. PRIORITIZED INTEGRATED TOUCHPOINTS
Common media across all 4 dimensions are
TV AD
BRAND WEBSITE
BRAND WEBSITE
IN STORE DISPLAY
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30. THE KING OF ONLINE
BRAND WEBSITE
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31. WHAT IS THE OPTIMAL INTEGRATION?
The Allocation Model
Time
Focus on These Touch Points ROI Resources
Friends (WOM)
Brand Website
TV AD
TV AD Capital
In Store Display
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32. Next
Designing the next generation consumer
Designing the next generation consumer
connection model based on the learning’s of
the media touch point study
the media touch point study
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33. COULD THIS BE THE NEXT MARKETING MODEL?
Brand
Offline Online
TV Blogs
Radio Brand Social Networks
Print Website Micro‐Sites
Outdoor Online Ads
Forums
Engagement Strategy
Reach Strategy
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34. STRATEGIC BLUEPRINT
Why?
Could this be the
‘New Marketing’
model?
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35. A SIMPLE FORMULA FOR THE FUTURE
HIGH REACH
Design a marketing
+ HIGH ATTENTION system that can
t th t
perform on all levels!
+ HIGH ENGAGEMENT
Let’s see which medias
L t’ hi h di
= CUSTOMERS have the potential...
CRMMETRIX ‐ CROP
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36. A SIMPLE FORMULA FOR THE FUTURE
ement
Brand
BRAND
WEBSITE
High Engage
WOM
Review Sites
Email
?
Blogs
Low Reach High Reach
Print
Social
Networks
gement
Online Ads
TV Ad
Low Engag
Outdoor
CRMMETRIX ‐ CROP
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37. A SIMPLE FORMULA FOR THE FUTURE
ement
Brand
BRAND
WEBSITE
High Engage
Review Sites
Email
WOM
Blogs
Bl
Low Attention High Attention
Print
Online Ads Social
gement Networks
TV Ad
Low Engag
Outdoor
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38. END GAME
HIGH REACH
The BRAND WEBSITE can
+ HIGH ATTENTION excel on all three critical
l ll h l
components.
+ HIGH ENGAGEMENT
= CUSTOMERS
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39. END GAME
This?
is why we could be
y
looking at as the
‘New Marketing’
model?
CRMMETRIX ‐ CROP
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40. SOCIAL MEDIA
IS SOCIAL MEDIA
THE ALMIGHTY CONSUMER TOUCHPOINT?
Yes ‐ One of Them
In the form of Recommendation from friends & family
In the form of ‘Recommendation from friends & family’
WOM
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41. A C E
ASSESS COMPREHEND ENGAGE
A Web Analytics Model

42. THE ACE PROGRAM
The ACE model is a web analytic concept that drives the development of great
digital marketing strategies powered by ‘Voice of the Customer’
Assess
A Evaluate the content, configuration and conviviality of your web presence
among the largest definition of your online audience.
among the largest definition of your online audience
Comprehend
C Among a sample of your assessors ask attitudinal and values driven
Among a sample of your “assessors” ask attitudinal and values driven
questions designed to provide a deeper understanding of your audience and
how they cluster into distinct segments.
Engage
E Engage with consumers to acquire & build loyalty.
CRMMETRIX ‐ CROP
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43. THANK YOU
It has been a great pleasure!
Q &
Q &A
CRMMETRIX ‐ CROP

44. CONTACT US
Feel free to connect with any of our digital marketing experts...
• To measure digital marketing performance ROITo Optimize digital
To measure digital marketing performance ROITo Optimize digital
marketing strategiesTo develop a digital marketing strategyTo explore
the possibilities of social media marketingTo develop online personasTo
understand your target online behaviors
Hemen Patel l
CRM Metrix, Inc.
Tel: 201.617.9889
hpatel@crmmetrix com
hpatel@crmmetrix.com
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